What 50+ Consumers Want: Research to Help You Understand Your Target Market

Various Highlights from last week's NAHB International Builder's Show

Wednesday, January 12
50+ Small Builder’s Forum: Keeping Up with the Big
Guys, One House at a Time
You don’t have to compete with the national 50+ lifestyle builders to
be in the game. Success could also be right around the corner for
builders of smaller, intimate communities, or even those who build one
house at a time. In this forum, you’ll hear from small 50+ and custom
builders who will candidly share how they have carved their own niche in
this market segment. They will discuss the risks and rewards, how they got
started and how they are surviving in today’s challenging market conditions.
Learning Outcomes: Find out from other 50+ builders what they are
doing to stay competitive in their marketplace. Learn innovative ways
to distinguish your company as a leader in the 50+ marketplace and
communicate this message to your prospective buyers. Get the tools you
need to serve the diverse needs of 50+ consumers, with an emphasis on
product, pricing and incentives.

Exploding the Myths of 50+ Lifestyle Selling
This hard-hitting program exposes many to the myths about selling to
the elusive, 50+ lifestyle buyer. Two sales training and personnel
development veterans will share fresh, proven techniques for prospecting to
this group, asking questions that bond and connect, neutralizing the most
common objections and closing the sale.
Learning Outcomes: Hear a condensed version of the “5-Step 50+ Lifestyle
Selling Process,” including clearly explained steps and strategies. Get
proven tips on how to make value-based presentations that resonate with
buyers. Learn the new, most effective closing methods for this buyer that
rely on a soft “asking for the order.”

Looking into the Crystal Ball … A New Vision for 50+
Communities and Amenities
What will the 50+ housing industry look like in the coming
decade? In this session, award-winning architects will share
their vision for the future. Drawing on their knowledge and experience, they
will cover the broad spectrum that is 50+ housing. What types of
communities will the new 50+ buyers want? What type of amenities should
builders and designers include? You will get the answers to these questions
and much more!

Learning Outcomes: Learn where the 50+ housing opportunities will
be in the next decade, including how the design of single-family, multigenerational
and multifamily housing may evolve. Get a glimpse of what
types of home technologies are being developed to appeal to the 50+
market. Hear expert insights into universal and sustainable design.

What 50+ Consumers Want: Research to Help You Understand Your Target Market
Statistics have shown that most 50+ buyers prefer to stay right where
they are, in their current homes and communities. To help you create a
compelling case that will motivate your prospects to move to your own
community, this panel session will provide a profile of 50+ buyers and exactly
what they are looking for in their next purchase. A leading market researcher
will present data from a national consumer survey on preferred community
types, how much buyers are willing to pay and the impact of incentives to
move. In addition, the American Association of Retirement Communities
(AARC) will reveal findings from its 2010 study on destination buyers, focusing
on the decision-making process, the hot buttons of today’s pre-retirees and
how the financial and real estate crises have impacted them.
Learning Outcomes: Know the types of communities 50+ buyers want,
their plans for retirement and incentives that might make them move into a
50+ community. Understand the real estate pricing expectations of different
demographic and psychographic segments within the 50+ buyer market.
Gain a clearer picture of the retiree buyer — insights that go beyond the
bricks and mortar to the nuances of the decision-making process.

Thursday, January 13
50+ Builder Forum: Surviving the Slowdown,
Planning for the Upturn
You’ve heard the economic and market forecasts, but what’s really
happening out in the field? In this session, builders of all sizes in the
50+ market — including national and small/mid-size builders — will discuss
what’s going on in their own backyards as well as their insights for the
future. The panel will examine everything from consumer attitudes, product
design and marketing to how they are accessing financing and making
deals, adapting business operations and strategically planning for the
recovery. Most importantly, builders will share success stories and how they
intend to capitalize on opportunities that tend to occur at this point in the
business cycle.

Learning Outcomes: Find out how builders of all sizes across the country
are coping with current market conditions and preparing for the housing
industry recovery. Get market-tested strategies and ideas from successful
50+ builders about what is working for them, including business operations,
design, marketing, amenities and more. Find out how to position your
company to succeed in a challenging marketplace.

50+ Economic and Market Forecast
Is a housing recovery around the corner? If so, what’s the outlook for
the 50+ market? In this session, an NAHB economist will provide an
overview of the economic conditions affecting this segment of the housing
industry. In addition, you’ll hear a nationally recognized market researcher
share an in-depth analysis of the 50+ landscape and identify emerging
trends and opportunities for builders and developers. It’s the next best thing
to having a crystal ball!

Learning Outcomes: Find out what is happening in the 50+ housing
industry today and how the segment is currently performing compared to
other product types. Get a detailed look at economic factors that directly
impact the 50+ market, and hear a forecast with both short- and long-term
projections. Examine emerging trends and how they will impact the growth
of 50+ communities.

50+ Housing Description: Statistics have shown that most 50+ buyers prefer to stay right where they are, in their current homes and communities. To help you create a compelling case that will motivate your prospects to move to your own community, this session will provide a profile of 50+ buyers and exactly what they are looking for in their next purchase. A leading market researcher will present data from a national consumer survey on preferred community types, how much buyers are willing to pay and the impact of incentives to move. In addition, the American Association of Retirement Communities (AARC) will reveal findings from its 2010 study on destination buyers, focusing on the decision-making process, the hot buttons of today's pre-retirees and how the financial and real estate crises have impacted them.

Learning Outcomes:

* Know the types of communities 50+ buyers want, their plans for retirement and incentives that might make them move into a 50+ community
* Understand the real estate pricing expectations of different demographic and psychographic segments within the 50+ buyer market
* Gain a clearer picture of the retiree buyer - insights that go beyond the bricks and mortar to the nuances of the decision-making process
* Acquire actionable strategies and solutions that address the "new retiree," whose definition of retirement is vastly different than previous generations

Fee: IBS education sessions are available on a first-come, first served basis to Full Registrants and those who purchase a One- or Two-Day Education with Exhibits Registration

Tracks: 50+ Housing


Universal Design Day. Only at IBS.

Reimagining Universal Design | Wednesday, January 12



What is Universal Design?

Essentially, it’s “smart design” for everyone – not just the 50+ market. Whether you call it “inclusive design,” “design-for-all” or “lifespan design,” universal design is social sustainability. It also provides tremendous opportunities for builders and remodelers alike.

Join the NAHB 50+ Housing Council on opening day of the 2011 NAHB International Builders’ Show for Universal Design Day – Reimagining UD for a chance to learn, discuss and collarborate on one of the biggest emerging niches in home building.

* Get the tools you need to design beautiful and functional homes and communities that maximize lifestyle for all.
* Find out about the vast number of products available, how to define choices and discover how simple it can be to design “smart.”
* Learn how to expand your customer base and gain a key marketing advantage.

Universal Design Day Events

Everything will be happening in 50+ Lifestyle Central (West 314A, Level III), the 50+ Housing Council’s headquarters during IBS. Click on the event for more details.

50+ Housing Council IBS Kickoff Breakfast
7:30 – 9:00 AM

Reimagining Universal Design – Creating a High-Tech Advantage
9:00 – 10:15 AM

Meet the 50+ Housing Experts – Smart Design
10:30 – 11:30 AM

Universal Design Day Luncheon
12:00 – 1:00 PM

Reimagining Universal Design – Kitchens, Baths and More
1:15 – 2:30 PM

Universal Design Product Tour
2:30 – 4:30 PM

Whirlpool 50+ Housing Council Reception
5:00 – 6:00 PM

For more information on 50+ Lifestyle Central and all 50+ Housing Council activities at the 2011 International Builders’ Show, visit www.BuildersShow.com/50plus. Or contact Jeff Jenkins, NAHB 50+ Housing Council, at jjenkins@nahb.org.